The Power of Collaboration: When Bảo Tín Mạnh Hải Joins Forces with EY-Parthenon and NEWing, a Pioneer is Born

Strategic Partnership – A Confident Step Forward

The jewelry market in Vietnam is witnessing explosive growth as consumers are demanding higher quality, designs, personalization, and brand value. In this highly competitive and evolving jewelry market, business model transformation is not only an inevitable strategy to adapt but also an opportunity for Bao Tin Manh Hai to elevate its brand and meet the diverse needs of its customers. Recognizing this, Bao Tin Manh Hai has taken a strategic and breakthrough step by partnering with EY-Parthenon (EY Vietnam) and NEWing, a strategic partner in people solutions, innovation, and leadership development, to build a high-performance business environment, lead behavioral changes, and shape new habits.

The partnership signing ceremony took place in an atmosphere of excitement and belief in this promising collaboration. Attending the signing ceremony, representing Bao Tin Manh Hai, were Mr. Vu Manh Hai, Meritorious Artisan, Hanoi City People’s Council Delegate, President of Hanoi Artisan Association, and Founder of Bao Tin Manh Hai brand; Ms. Nguyen Thi Thanh Van, Founder of Bao Tin Manh Hai brand and Chairman of the Board of Directors of Bao Tin Joint Stock Group Company; and Mr. Vu Hung Son, Chairman of the Board of Directors and General Director of Bao Tin Manh Hai Joint Stock Company.

Representing EY-P were Mr. Tran Dinh Cuong, Chairman of Ernst & Young Vietnam LLC; Ms. Dao Thi Thien Huong, Deputy General Director of EY-Parthenon, Strategic Advisor of EY Consulting VN; and Mr. Bui The Anh, Director of EY-Parthenon, Strategic Advisor of EY Consulting VN.

From NEWing, there were Ms. Nguyen Thi Minh Giang, Co-founder and Director of NEWing LLC, and Ms. Tran Kim Trang, Business Director of NEWing LLC. The signing ceremony was also graced by other senior leaders from the three brands, as well as esteemed guests, partners, investors, and media representatives.

In her opening speech, Ms. Nguyen Thi Thanh Van, Founder of the Bao Tin Manh Hai brand, shared that to realize the dream of making Bao Tin Manh Hai a source of pride for Vietnamese people in the global jewelry landscape, the company needed a new strategy for the 2025-2030 period. This strategy would focus on four main pillars: First, building a business and brand strategy centered on the jewelry market; second, developing a product strategy to serve diverse customer segments in both breadth and depth; third, establishing a multi-channel sales strategy to unify and enhance customer experience at all touchpoints; and fourth, formulating a modern enterprise management strategy, leveraging information technology and corporate culture as important enablers. EY-P and NEWing, as strategic partners, will play a pivotal role in helping Bao Tin Manh Hai turn this dream into reality.

Ms. Nguyen Thi Thanh Van delivers the opening speech

Following the signing ceremony, EY-P will conduct market research to identify potential market gaps and differentiation opportunities for the Bao Tin Manh Hai brand. They will also develop product and brand positioning strategies and formulate a multi-channel sales approach, including online (D2C) and offline channels. In parallel, NEWing will accompany Bao Tin Manh Hai in shaping its corporate culture, optimizing workflows, and enhancing collaboration and communication between departments to increase work efficiency.

Strategic consulting collaboration with EY-P, with the participation of senior leaders from both brands

Bao Tin Manh Hai filled with hope at the partnership signing with NEWing

Expectations and Prospects for the Future

As part of the signing ceremony, a panel discussion titled “Prospects for the Jewelry Industry and Shaping the Future for Bao Tin Manh Hai” was held, featuring Mr. Tran Dinh Cuong, Chairman of Ernst & Young Vietnam LLC; Mr. Bui The Anh, Director of EY-Parthenon, Strategic Advisor of EY Consulting VN; Ms. Dao Thi Thien Huong, Deputy General Director of EY-Parthenon, Strategic Advisor of EY Consulting VN; Ms. Nguyen Thi Minh Giang, Co-founder and Director of NEWing LLC; Mr. Vu Hung Son, Chairman of the Board of Directors and General Director of Bao Tin Manh Hai Joint Stock Company; and Ms. Chau Kim Tuyen, Member of the Board of Directors and Deputy General Director of Bao Tin Manh Hai Joint Stock Company. The discussion offered valuable insights into the jewelry industry and strategic perspectives for Bao Tin Manh Hai’s future development.

The panel discussion showcased fresh perspectives from Bao Tin Manh Hai, along with partners EY-P and NEWing, on the potential and opportunities in the jewelry industry.

The discussion revolved around trends in the Vietnamese, regional, and global jewelry industries, EY-P’s experience in business strategy innovation, NEWing’s expertise in management strategy transformation, and Bao Tin Manh Hai’s ambitions for the future. During the talk show, Mr. Bui The Anh particularly emphasized the importance of digitalization and direct online shopping trends, suggesting that Bao Tin Manh Hai should focus on the young Gen Z customer segment and gradually increase its influence by crafting unique product stories that set them apart from the crowd. Against a backdrop of challenging yet opportunity-filled market conditions, the people equation always takes center stage. From the perspective of a leader in leadership development and corporate culture building, Ms. Nguyen Thi Minh Giang shared that while EY-P helps Bao Tin Manh Hai chart the course to achieve its brand aspirations, the people of Bao Tin Manh Hai are the ones who will execute these goals. NEWing will accompany and support Bao Tin Manh Hai on the journey of building a high-performance corporate culture and workforce.

Offering his insights as the leader of Bao Tin Manh Hai Joint Stock Company, Mr. Vu Hung Son acknowledged that the discussed topics were not only pertinent to Bao Tin Manh Hai but also applicable to numerous Vietnamese businesses. He also painted a holistic picture of Bao Tin Manh Hai’s future, including its ambitions and path forward in the coming years. He shared that the company’s aspirations go beyond becoming the leading jewelry brand in Vietnam; Bao Tin Manh Hai also aims to redefine the meaning and value of jewelry in Vietnamese culture. Each piece created by the brand will not only be aesthetically pleasing but also imbued with profound cultural and spiritual values, symbolizing sophistication, elegance, and national pride.

The strategic partnership signing ceremony between Bao Tin Manh Hai, EY-P, and NEWing marked the beginning of a promising journey. With the solid commitment and strategic vision of all three parties, this collaboration will not only unlock business opportunities for Bao Tin Manh Hai but also bring tangible value to the community and the industry.

This event not only affirmed Bao Tin Manh Hai’s position in the jewelry landscape but also demonstrated its bold step forward in innovation, trend anticipation, and international cooperation, paving the way for sustainable success in the future. This spirit of unity and collaboration will serve as a powerful driving force, propelling Bao Tin Manh Hai’s relentless development toward a shared goal: prosperity and sustainable development.